Channel 4 rapped over ad-funded show

by Robin Parker, Media Week 30-Oct-06, 15:15

A Pepsi-funded football show on Channel 4 contained unacceptable levels of the sponsor's branding, Ofcom has ruled.

The regulator has upheld three viewers' complaints that Pepsi Max World Challenge, broadcast in April and May, featured frequent references to the brand name, clips of Pepsi TV ads and the drink brand's ‘globe' logo in its title sequence.

Ofcom said that while it was acceptable to feature Pepsi branding during the football championship itself, the programme went too far in featuring branding in behind-the-scenes footage.

"Sponsor references within a sponsored programme are acceptable only where they do not result from the sponsorship arrangement, are not unduly prominent and are not included to raise awareness of the sponsor," Ofcom said in a statement.